Website promotion of dental institutions: An example of Serbia as a dental tourism destination

Modern means of tourism promotion have become difficult to imagine without the Internet usage. As one of the oldest forms of presentation on the Internet, a website still plays an important role that should not be neglected. In this paper, website is considered as the basis for establishing better promotional activities of the existing dental institutions in health tourism, or dental tourism, to be more specific. Health tourism is one of the potentials for tourism development in the Republic of Serbia, although not exploited in its full potential. The aim of this paper is to contribute to the dental tourism institutions marketing management practice overview in Serbia, indicating the situation in online presence of health institutions highlighted by the Ministry of Health of the Republic of Serbia. Forty dental institutions were analysed from the point of the official website existence as well as their structural and content characteristics.